Travel in India

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Research Article Article OpenOpen Access Access ‘Travel in India’: International Advertising Programme for Promoting Multi-Dimensional Tourism in India Irfan M1* and Yadav AK2 1Department of Business Administration, DDU Gorakhpur University, Gorakhpur, Uttar Pradesh, India 2Department of Commerce, DDU Gorakhpur University, Gorakhpur, Uttar Pradesh, India

Abstract Tourism activities is considered as one of the major sources of economic growth, at International level it is one of the fastest growing industries, accounting for more than 10% of total international trade and almost half of total trade in services, and can be considered as one of the world’s largest export earners (WTO, 2010). It regarded as a medium of employment generation Tourism reduces the trade deficit by generating the foreign exchange earnings from foreign tourist arrivals FTAs. It sometimes finances the import of capital goods necessary for the growth of manufacturing sectors in the economy. In many countries, foreign currency receipts from tourism exceeded currency receipts from all other sectors together. Over the past decades, the importance of the tourism sector for the economy has been steadily increasing. At International level it is recognized as a major contributor for long-run economic growth. It plays an important role in spurring investments in infrastructure and stimulates other industries by direct, indirect and induced effects. Tourism in India has shown a phenomenal growth in the past decade. But the growth was not so uniform since the promotional campaigns (Incredible India’ and ‘Atithi Devo Bhava’) focuses on tourism for holiday, recreation and leisure only hence tourism in India has confined its scope to these only but as the time is changing the tourism has evolved itself as a multi dimensional activity. In India tourism has much to offer to travellers and tourists than offering tourism for holiday and recreation only viz. 1. Medical Tourism: Medical Services in India are quiet cheaper in comparison to the developed nations, so we can take the advantage of this to promote medical tourism in order to attract more FTAs. 2. Business Tourism: As India is the fastest growing economy in the world, we can attract more people to do business here in this way promote business tourism which would result more FTAs. 3. Educational Tourism: Indian education system is known for its quality, many doctors, engineers and other professionals who have been educated in India are serving the world and have proved their worthiness. In this way by focusing on our quality education system we should promote educational tourism and attract more students of foreign nationals and consequently increasing the FTAs. Prime Minister Narendra Modi on 25 September 2014 launched the ‘Make in India’ campaign at Vigyan Bhavan in New Delhi. PM Modi has targeted 25 sectors for ‘Make in India’ programme. Among them hospitality and tourism are also included. Through, ‘Make in India’ the infrastructure a key driver of the economy highly responsible for propelling countries overall development. Would ensure time-bound creation of world class infrastructure in the country. This sector includes power, bridges, dams, roads and urban infrastructure development etc. Infrastructure of the country would be improved. There would be no dearth of accessing basic amenities, which will ultimately improve the quality of life in India. If investment in hospitality and tourism sector is made then the fertility of this investment will be proved only if we could succeed to attract more foreign tourist arrivals (FTAs) towards India. Taking the advantage of changing scenario of improvement in infrastructure and other basic amenities, we need to revitalize the promotional campaigning for promoting tourism as a multi dimensional activity Keeping in mind the above things the concept of “Travel in India” International Advertising Programme for promoting multi dimensional tourism in India is given in order to increase India’s global share in tourism by attracting more FTAs.

Keywords: Tourism; Tourist spots; Medical tourism; Eco tourism; Rural tourism; Cruise tourism *Corresponding author: Irfan M, Research Scholar, Department of Business Administration, DDU Gorakhpur University, Gorakhpur, Uttar Pradesh, India, Tel: Introduction 09369022036; E-mail: [email protected] Tourism in India Received February 01, 2016; Accepted March 10, 2016; Published March 18, 2016 Citation: Irfan M, Yadav AK (2016) ‘Travel in India’: International Advertising India’s rich cultural, historical and geographical diversity create its Programme for Promoting Multi-Dimensional Tourism in India. J Tourism Hospit 5: international tourism appeal large and diverse. India presents cultural, 203. doi:10.4172/2167-0269.1000203 heritage and festive tourism, having potentiality in other sectors, viz., Copyright: © 2016 Irfan M, et al. This is an open-access article distributed under the medical tourism, business tourism, educational tourism and sports terms of the Creative Commons Attribution License, which permits unrestricted use, tourism. The tourism industry in India is economically important distribution, and reproduction in any medium, provided the original author and source are credited.

J Tourism Hospit ISSN: 2167-0269 JTH, an open access journal Volume 5 • Issue 2 • 1000203 Citation: Irfan M, Yadav AK (2016) ‘Travel in India’: International Advertising Programme for Promoting Multi-Dimensional Tourism in India. J Tourism Hospit 5: 203. doi:10.4172/2167-0269.1000203

Page 2 of 8 and it is growing rapidly. Since the last few years, India is becoming as (foreign tourist arrivals). In 2012 the Domestic tourist visits to all states one of the most sought-after tourist destinations globally, as a result, and Union Territories numbered 1,036.35 million, an increase of 16.5% offering a major boost up to the tourism of India and the revenue of the from 2011. The countries from where the FTAs are higher are the US travel industry is also growing. (16%) and the UK (12.6%). Maharashtra, Tamil Nadu and Delhi were the most popular states for foreign tourists in 2011. Domestic tourists At the International level, India is well-known for its rich culture most frequently visited the states Andhra Pradesh, Uttar Pradesh, and and tradition. Touring in India is a remarkable choice, which can make Tamil Nadu. During the year 2011 Chennai, Delhi, Mumbai and Agra vacation memorable, inspirational and exciting. The vibrant colors have been the top four most visited cities of India by foreign tourists. of India that are a blend of modernity with tradition are going to be Globally, Chennai is ranked 41 by the number of foreign tourists, while enthralling. One can discover the busy cities, get a sneak-peak into its Delhi is ranked at 50; Mumbai is ranked at 57 and Agra is ranked at 65 rugged rural life, miracle at the divine enlightenment being offered and and Kolkata is ranked at 99. do much more. According to travel and tourism competitiveness report 2013, out With heterogeneity in its ethnicity and landscapes, a variety of of 144 countries India was ranked at 65th position. The report ranks the sumptuous cuisine and a rich historical past a trip to India becomes Indian tourism sector’s price competitiveness out of 144 countries at 20th a interesting cultural experience for any tourist who offers a treat to position. It states that India has pretty good air transport (ranked 39th), the sanity. One can explore the India history by visiting its palaces predominantly given the country’s stage of development, and sound and forts, discover the attractions of the renowned cities, trip the Goa ground transport infrastructure (ranked 42nd). Instead some other beaches, Kerala’s backwaters, hilly areas of Himachal Pradesh and important parts of its tourism infrastructure remain somewhat less East, interrelate with the wildlife in their natural surroundings, enjoy developed. The country has very less hotel rooms per capita by global the fairs and festivals, partaking in adventure activities, get a divine comparison and low ATM density. The World Tourism Organization experience, catch the nightlife or more. Few of the most well-known (WTO) has reported that India’s tourism receipts during 2012 ranked destinations spread all around the landscape of India include names 16th in the world and 7th among the Asian and Pacific countries. like Agra, Jaipur, Delhi, Mumbai, Gujarat, Kerala, Goa, Manali, Shimla, Darjeeling, and more. Tourist spots at neighboring countries, includes The sector is expected to grow at an average annual growth rate Maldives, Tibet, Mansarovar and Nepal. of 7.9% from 2013-2023. This will secure third rank for India among the countries with the fastest rising tourism industries over the next The Ministry of Tourism (Govt. of India) designs the national decade. policies for the development and promotion of tourism in India. In this process the Ministry consults and work together with other stakeholders Literature Retrospection in the sector including various Central agencies/Ministries, Union Territories, state governments, and the representatives of the private Tourism is one of the most important economic activities for sectors. Intensive efforts are being made to encourage new forms of many countries and regions around the word, particularly in those tourism like medical tourism, eco tourism, rural tourism, cruise tourism countries and regions characterized by a strong economic dependence etc. The Ministry also maintained the Incredible India campaign. on tourism. Knowing the true dynamics of tourism demand is of crucial importance to managers of diverse business to adopt adequate Travel and tourism sector has the large share of service industry in entrepreneurial policies and strategies and for policymakers to plan India which ultimately is the largest constituent of the Indian GDP. It required tourism infrastructures, formulate appropriate strategies provides medical, cultural, heritage, sports and business tourism. The and anticipate economic and unemployment problems [1]. On the prime goal of this segment is to develop and encourage tourism, sustain average, tourism-specialized countries grow more than others [2]. competitiveness of India as tourist destination and develop and expand The relationship between the tourist arrivals and foreign exchange existing tourism products to ensure economic growth and employment earnings from tourism is not a function of the number of the tourist creation. visiting a tourist destination but it depends on the spending patterns Prefatorily statistics of foreign tourists [3]. The Tourist expenditure can give an injection of ‘ new money’ into the economy, Nevertheless tourism research has Area of India is 3.28 million square kms, lying entirely in the generally taken a reductionist approach, with tourism not effectively northern hemisphere. The mainland extends between latitudes 8°4’ and understood as a complex phenomenon [4]. Tourism supply chain, 37°6’ north and longitudes 68°7’ and 97°25’ east and measures about tourism attractions, local communities, and governments are the main 3,214 km from north to south between the extreme latitudes and about factors involved in the provision of sustainable tourism. Each tourism 2,933 km from east to west between the extreme longitudes. It has a attraction has to be concerned to the carrying capacity of an area, land frontier of about 15,200 km. The total length of the coastline is tourism activities without degrading the environment, culture, and the approximately 7,516 km. Real Gross Domestic Product was $ 1,012.0 interactive harmony among sectors of the economy, group of people, billion in FY 2013; GDP growth rate (CAGR) was 7.2 percent in FY and individuals [5]. In addition, tourism attractions should play a big 2008-13. Gross National Income was $ 1,002 billion in FY 2013; real role in tourist education, which may come in forms of environmental per capita net national income was $ 7205 in FY 2013. In 2012 tourism education and developing sustainable tourist behaviours [6]. In terms generated 6.4 trillion or 6.6% of the country’s GDP. This supported 39.5 of local participation, in principle, the tourism industry creates high million jobs, 7.7% of its total employment. India has also a large medical levels of income generation and distribution. The multiplier effect, tourism sector, which is expected to rise at an approximate rate of 30% which means that tourism, creates job and investment opportunities yearly to reach about 95 billion by 2015. for the local communities; it means that the goods and services that are According to provisional statistics, in 2011, 6.29 million foreign offered to the tourists are produced locally and are not imported [7]. tourists arrived in India, an increase of 8.9% from 5.78 million in In the scenario of globalization, competition among global players of 2010. This placed India on the 38th rank in the world in terms of FTAs tourism related service industries are unavoidable and the global village

Page 3 of 8 concept has considerably increased the expectation of the people from Importance of the Study all spheres. In such a situation only organisations capable of creating a competitive edge can continue their achievement [8]. India has a varied Tourism provides government with millions of dollars in tax range of niche tourism products like medical, education, eco-tourism, revenues each year through accommodation rents, restaurant taxes, cruises, adventure, wellness, sports, MICE, film, rural and spiritual sales taxes and many other fiscal measures, India is much below the tourism. Three-fourths of the overall Indian tourism economy comes world average in tapping the benefits of tourism. The industry with from domestic tourism. The UNWTO has forecasted that the tourism low capital investment and correspondingly high labour involvement and travel industry in India would grow by 8% per year from 2008- can be an effective solution for the unemployment issues facing 2016. And Foreign exchange earnings (FEE) from tourism are expected the developing countries like India. Hence planned approach for to show annual growth of 14% in the same period. promoting multi dimensional travel and tourism has become an urgent requirement for national development. Genesis of the Problem Methodology of the Study When Prime Minister Narendra Modi had launched this ‘Make in India’ campaign at Vigyan Bhavan in New Delhi on 25 September Keeping the objectives in account the study is concentrated on 2014, most of us might have thought that ‘Make in India’ initiative the descriptive analysis of the fact, figure and data obtained through will emphasis manufacturing sectors only, but when we contemplated secondary sources from the various reports, journals, news papers etc. and wide range of sources from tourism development agencies and much over this we found that it is going to have a great effect on the hotels. Since the study is based upon secondary data hence the findings other sectors of Indian economy also. The other sectors which are have its own limitations. going to be affected include service, health etc... PM has targeted 25 sectors for the ‘Make in India’ programme. Data Analysis Hospitality and tourism is also among them, with ‘Make in India’ the Analysis and interpretation of data were carried out in terms of infrastructure of the country would be improved. There would be no quantity aspects with the help of appropriate financial tool, in this dearth of accessing basic amenities, which will ultimately improve the study management technique like trend analysis is used and reports quality of life in India. But the infrastructure development and direct of more than 5 years obtained from websites of government agencies investment in hospitality and tourism sector will be proved fruitful, were analyzed. only if we could succeed to attract more foreign tourist arrivals (FTAs) Tourism-Need of Time in India. The travel and tourism industry has emerged as one of the largest On the other side the old ‘Incredible India’ and ‘Atithi devo bhava’, and fastest growing economic sectors globally [9-15]. According to the campaigns were only focusing the tourism based on leisure, holiday and United Nations World Tourism Organization (UNWTO), tourism’s recreation, but today tourism has very broad spectrum varying from total contribution to worldwide GDP is estimated at 9 percent. Asia business and professional, visiting friends and relatives, pilgrimage to Pacific recorded the highest growth in the number of international medical and educational tourism. tourist arrivals in 2012 at 7 percent (Tourism Highlights 2013). Tourism provides government with millions of dollars in tax revenues Indian tourism industry currently facing the following problems: each year through accommodation rents, restaurant taxes, sales taxes 1. India’s share in world tourism industry is very low (less than and many other fiscal measures. one percent). International tourist arrivals are set to increase at a growth rate 2. Recently Delhi gang rape incident has severely damaged of 3.3 percent per annum and amount to approximately 1.4 billion India’s image. by 2020 and 1.8 billion by 2030 implying an increase of 43 million international tourist arrivals each year (Figure 1). 3. Every tourism campaign is focussing on cultural and historical tourism only while India has many reasons to visit. While international tourist’s arrivals in Europe and America are expected to witness modest growth rates of 2.5 per cent and 2.2 percent Travel in India campaign will be an advertising campaign for promoting multi dimensional tourism which will include holiday 600 and recreation, medical tourism, religious tourism, business tourism, 534 516 486 adventure tourism, education tourism, festive tourism etc. 500

Objectives of the Study 400 Europe The study has done with the following objectives: Asia Paciﬁc 300 234 Americas 1. To promote multi dimensional tourism in India. 205 218 200 Africa 150 156 163 2. To increase India’s share in international tourist arrival. Middle East 100 58 55 3. To ask the world, India has much to visit than only for 50 49 52 52 holiday and recreation. 0 2010 2011 2012 4. To make an international advertising programme so that could promote all aspects of tourism. Figure 1: International tourist arrivals (inmillions).

Page 4 of 8 respectively by 2030, Africa and Asia Pacific regions are expected to witness higher growth rates at 5.7 percent and 5.0 percent per annum others 61.74 others during the same period. Farnce USA The global travel and tourism industry is expected to witness India 0.67 Spain Thailand 2.6 certain key trends: China Italy Russian Fed. 2.74 1. Increased inter region travel and hence increased air travel Turkey UK 3.01 Germany Germany 3.04 2. Arrivals for the purpose of visiting friends and relatives, UK Turkey 3.65 health, religion, etc., are expected to witness faster growth than those Russian Fed. Italy 4.61 Farnce 0 for business and professional purposes. USA 6.74 Thailand China 5.38 Spain 5.6

Indian Tourism Industry Figure 2: Percentage share of top 10 countries and india in international India is much below the world average in tapping the benefits of tourist arrivals (in 2013). tourism. The industry with low capital investment and correspondingly Source: India tourism statistics at a glance [13]. high labour involvement can be an effective solution for the unemployment issues facing the developing countries like India. There is a need to develop and promote tourism, maintain 70.00 competitiveness of India as tourist destination and improve and expand 60.00 existing tourism products to ensure employment generation and 50.00 economic growth. Hence, planned approach for multi-dimensional Business & Professional 40.00 travel and tourism has become a need of time. Leisure and Holiday Friends & Relatives The Indian tourism industry contributes approximately 5.9 30.00 Others 20.00 percent of the country’s GDP and it gives employment opportunities Medical Treatment to around 41.8 million of inhabitants. It has contributed very much in 10.00 the promising chart of India’s economy by attracting a large number of both domestic and foreign tourists travelling for professional as 0.00 2009 2010 2011 2012 well as holiday purpose. In 2006, it witnessed an awesome growth. The increase in the inflows in Indian tourism industry is calculated together Figure 3: Trend graph of FTAS in India with purpose of visits (2009-2012). in terms of vacations and in terms of business. Source: India tourism statistics [12]. As it has been stated by UNWTO in the year 2006, the figure of foreign tourists arrival from all over the world grown from 0.37% to increasing its earnings considerably. Indian tourism sector attracts 0.53%. This significant increase in the graph of Indian tourism industry more people every year to get maximum foreign exchange earnings. has popularized the whole South Asia as one of the most magnificent If everything goes well and special emphasis were given on promoting tourist terminal. multi-dimensional tourism then Indian tourism would become global However, when we look at the list of top 10 countries of the leader and will attract more people per year. The following Tables 1-4, world in terms of international tourist arrivals, India stands nowhere. as well as, Figures 1 and 2 presents some information regarding the According to India tourism statistics at a glance 2013, India’s share performance of Indian tourism scenario. in the world for International tourist arrivals is merely 0.67%, which International Tourism Advertising is quiet discouraging for a country that is the seventh largest country in the world in terms of area and second largest country in terms of According to Wikipedia, international tourism advertising population. programme is tourism related marketing on the part of private or public entities which are directed towards the audiences abroad and Performance of Indian Tourism Industry may target prospective travellers and non-travellers alike [16]. The process of economic reforms introduced decades ago has had Advertisers share the intentional objective of growing their own its own impact. In India, new dimensions have been added to the leisure revenue by popularizing the services rendered by them (e.g. hotel chain sector with the emergence of resorts and heritage hotels. The economic or airline) or destinations to increase receipts from travellers, however, impact that would accrue because of implementation of the new plan in some travel advertisements might have additional or alternative tourism can be categorized as direct, indirect and incidental. The direct objectives like promoting good public sentiments or convalescing benefits are taken as the net value addition associated with increased existing sentiment towards them among the projected audience. tourist the various sectors that received them and subsequently applying Travel agencies, hotel chains, cruise agencies frequently run their appropriate ratios of net-value added for each sector unchanged for the own advertising campaign to market their subsistence, mission, or direction of the perspective tourism plan. The money spent by tourist will be received by different segments of the industry, which provide services offered to the end user, and these advertisements do not carry the various services and facilities (Figures 2 and 3). intentional political messages. The government of India has increased its allocation of Rs 2,900 Sometimes states may use the marketing of products or services crores for tourism development during the 10th plan period. India itself as a medium of communicating a specific message without is creating a congenial atmosphere for various sectors have been clearly stating the message, this approach is frequently used to soften

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Year Foreign Tourist Percentage Foreign Exchange Rank Country International Tourist Percentage Share % Arrivals (FTAs) from share Earning form Arrivals (P) (in Tourism in India Tourism In India millions) 2002 2.38 -3.0 3103 1 France NA NA 2003 2.73 43.8 4463 2 USA 69.8 6.74 2004 3.46 38.2 6170 3 Spain 60.7 5.86 2005 3.92 21.4 7493 4 China 55.7 5.38 2006 4.45 15.2 8634 5 Italy 47.7 4.61 2007 5.08 24.3 10729 6 Turkey 37.8 3.65 2008 5.28 10.3 11832 7 Germany 31.5 3.04 2009 5.17 -5.9 11136 8 UK 31.2 3.01 2010 5.78 27.5 14193 9 Russian Federation 28.4 2.74 2011 6.31 16.7 16564 10 Thailand 26.5 2.56 2012 6.58 7.1 17737 Total of Top 10 Countries 389.3 37.59 India# 6.97 0.67 Table 1: Foreign exchange earnings (FEE) from tourism in India, 2002-2012 (In Others 638.7 61.74 US$ Million). Source: India tourism statistics at a glance [13]. Totals 1035.0 100.00 Year FTAs Business Leisure, Visiting Medical Others (P): Provisional, N.A.: Not Available, # excludes nationals of the country residing (Numbers) and Holiday and Friends Treatment abroad. Professional Recreation and Relatives Table 4: Share of Top 10 countries of the world and India in international tourist 2009 5167699 15.1 57.5 17.6 2.2 7.6 arrivals (in 2013). 2010 5775692 18.6 24.0 27.5 2.7 27.2 2011 6309222 22.5 26.0 24.9 2.2 24.3 market are also increasing. Advertising campaign to promote travel 2012 6577745 22.5 27.1 27.2 2.6 20.6 to destination abroad is particularly prevalent in western parts of the Table 2: Foreign tourist arrivals (FTAs) in India according to purpose of visit (2009- world where the general public’s tourism expenditures is tend to be 2012). Source: India tourism statistic [12]. consistently high, even in the time when they are facing economic recession.

Year FTAs Business Leisure, Visiting Medical Others According to Wikipedia Tourism advertising can take many forms, (Numbers) and Holiday and Friends Treatment and can utilize a wide array of advertising strategy, and can be driven Professional Recreation and Relatives by a range of public or private intents. North 1295968 18.7 16.9 46.3 0.3 17.8 America A great degree of advertisements which promote their own Central 63699 33.0 35.0 13.5 0.3 18.3 country are created and disseminated by the tourism ministries of and South America various countries, so these advertisements are often considered as Western 1853066 27.1 30.7 25.9 0.4 16.0 vehicles for political statements and/or depictions of the destination Europe country’s desired foreign public perceptions. Destination advertising Eastern 312686 25.4 40.7 8.7 1.9 23.2 could be the example of government-produced tourism as the Europe destination advertising also serves political or social functions. Africa 261428 22.6 27.8 16.0 8.5 25.1 Destination advertising is designed in order to make a place itself West Asia 290996 15.5 30.5 13.1 8.4 32.5 seem more attractive, while travel services advertising seeks to increase South Asia 1171499 12.6 30.8 21.1 9.3 26.3 an audience’s buy-in for the tourism linked products or services. South East 540914 18.6 36.1 24.4 0.6 20.2 Sometimes international tourism advertising overlaps with states Asia economic, political, and/or social interests. East Asia 535622 57.5 21.4 5.4 0.1 15.6 Australasia 244511 18.4 25.4 42.0 0.4 13.9 Need of a Novel International Advertising Programme

Table 3: Classification of FTAs in world according to purpose of visit (in 2012). Though, the Incredible India campaigns have generated a positive Source: India tourism statistics [12]. image of India as a must see and interesting destination. The myths with respect to India in some cases have not been addressed although the implied message itself and thus allowing the advertiser to avoid or the ads make an appealing persuasive impact to visit India. Both the minimize controversy and/or opposition. Incredible India and Athiti Devo Bhava campaign has limited its scope to promote heritage, cultural, festive, adventure tourism for leisure, Advertising distributed by governments themselves, with the holiday and recreation purpose, while there are other sectors also which help of tourism ministries or government owned public or private have great potential and yet not have been recognized as potential sector enterprises, is sometimes projected to convey more than source for promoting tourism, e.g. medical tourism, educational simply the significance of the product, service and experience. since tourism, social activity tourism etc. the government can use tourism advertisements as a medium for communicating directly to the public of the other nations, because In today’s economy the travel and tourism sector is considered as tourism is the most common and internationally recognized industry one of the largest and most dynamic industry, the UNWTO is expecting and the advertising of it will be the subject of less content regulation. the sector‘s global economy by 2019 to provide 296 million jobs. While international tourist arrivals in Europe and America are expected to Advertisement efforts on the part of the big players in this witness modest growth rates of 2.5% and 2.2% respectively by 2030,

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Africa and Asia Pacific regions are expected to witness higher growth v. To rationalise levy and land policy in the tourism segment in rates at 5.7% and 5.0% per annum during the same period. every States and Union Territories also with the respect of the Therefore, from the above statistics it is clear that a great future land owned by Government agencies e.g. Railways etc. is lying ahead and we need to promote, multi-dimensional tourism vi. To introduce regulatory agency in order to make sure the to attract more FTAs in India and having different purposes to visit cultural, social and ecological sustainability as well as security and make India pioneer in tourism. Therefore, a fresh international and safety of the domestic and foreign tourists. advertising programme, ‘Travel in India’, for promoting multi- dimensional tourism in India, is required. vii. To make sure that the form and size of tourism development is compatible with the socio-cultural milieu and environment Developing Tourism as a Multi-Dimensional Activity of the area. The efforts should be taken to make tourism as India’s key political viii. To make sure that the local society has the full involvement and and economic agenda taking all union territory administrations, the rewards of tourism accrue to them. state governments and stakeholders on board and establish India as round the year tourist destination. Our centre of attention should be ix. To make easy the availability of skilled manpower primarily to further develop and promote niche products like medical tourism, from amongst the local community jointly with the industry. rural tourism, wellness and, cruise tourism, sports tourism, wildlife and x. To carry out research, prepare master plans, and aid the adventure tourism, film tourism, and MICE tourism. Development of formulation of promotional tactics. thriving multidimensional tourism programme will require following efforts by government as well: xi. To organise overseas promotional campaigns and marketing jointly with the industry. 1. The Government should try to establish an effective coordination and linkages among the policies and programs of the all xii. To initiate definite measures to make sure the safety and concerned departments/ agencies by establishing effective coordination security of tourists and proficient facilitation services. mechanisms at various levels of Centre, States and Districts. Hence The xiii. To make possible the growth of a dynamic tourism sector. focus of national policy should also be to develop tourism as a common effort of all the agencies significantly concerned with it at the Central Promoting Multi-Dimensional Tourism through and State levels, private sector and the public sector undertakings. International Advertising Programmes 2. It should be the policy of government to promote people’s Tourism is becoming an extremely rewarding and growing global involvement in development of tourism including non-governmental industry so there is no surprise that a developing nation ‘India’ is striving organisations (NGOs), local bodies, Panchayati Raj institutions, co- hard to capitalize on that market to improve its economy. Further India operatives, and enterprising local youth to create awareness among is also trying to reinforce its diplomatic ties and international security public in order to get a wider reach of tourist amenities. Though while expanding and deepening its trade relationships, so it is in India’s persistent attention should be given to the integrated development of favour to promote a positive image of itself among the foreigners and recognized centres with well focussed public involvement. foreign nations in order to get future international support and aid. 3. A positive and equally favourable partnership between The common impression of India in the eyes West has long been the private and the public sector enterprise through all feasible either negative together with perceptions of extensive poverty, shortage means is the prime need for the persistent development of tourism. of sophisticated sanitation and violent ethnic and religious clashes, so It is therefore should be the policy of the Government to support the Ministry of Tourism under the government of India has began a emergence of such partnerships. This could be achieved by forming a Tourism Development Authority constituent of this should include marketing campaign called, ‘Incredible India,’ to put emphasis on senior officials from the Government department, tourism experts and the country’s historical sites, rich culture, tourist magnetisms, and professionals from the private sectors. general sense of enthusiasm and dynamism to western audiences. The ‘Incredible India’ was conceived in 2002, by V Sunil (during the period 4. As the tourism is a multi-dimensional activity and the when he was Creative Director, O&M Delhi), and Amitabh Kant, the industry have the influence of many other sectors of the nation’s Joint Secretary, Ministry of Tourism govt. of India. economy. Therefore the State has to ensure the inter-governmental coordination and linkages. It also has to play a central role in tourism The primary goal of this trademark exercise was to create a management and marketing. The precise roles of the Government distinguishing identity for the country. The resultant of this was the should be the following : iconic ‘Incredible India’ logo, and the exclamation mark that formed the ‘I’ of India was used to put a great impact across all communications. The i. To offer basic infrastructural facilities together with local campaign established India successfully as a high-end tourist destination, planning and zoning arrangements. and generated a 16% increase in tourist traffic in the initial year. ii. To plan the development of tourism as a part of the overall area The success of ‘Incredible India’ campaign Enthused for ‘India development policy. Now’ which was another campaign designed for three months to iii. To create core infrastructure in the initial stages of the showcase India’s ever-evolving culture and accelerating economy. development in order to reveal the potential of the area. India now was organized between July and September 2007 at London and featured activities, events and festivals across the capital which was iv. To provide the requisite support facilities and incentives to both dedicated to Indian food, art, film, theatre, music and fashion, taxis and foreign and domestic investors to promote private investment buses plying along the main routes of London wore vibrant Incredible in the tourism sector. India messages and colours as a part of this campaign. Approximately

Page 7 of 8 one million Londoners and visitors to London have participated in Google travel planer these activities. This was resulted as a jump in inbound tourism to 16% from the UK. Google has developed a travel planner for almost 200 odd Indian tourist destinations. India is the first country in the world to have such India Tourism had launched two more international campaign travel planner. By just clicking a few key details one can get several called ‘Find What You Seek’ and a domestic campaign called ‘Go pictures, video, 360° views and other appropriate information about Beyond’. These campaigns where launched at the World Travel that specific place. Google has also made a picture bank of more than Market-2012, held at London. The emergence of such campaigns shows 2,000 pictures about India. We must tell the world that we are pioneer an important paradigm shift in tactics to promote India within the in this. country and out of the country. The ‘Go Beyond’ campaign is focused on promoting lesser known tourist destinations to domestic as well as Image building of the nation international tourists. Some incident like ‘Nirbhaya Case’ (that transmitted that the city is very unsafe for women) have severely damaged India’s image world- Promoting ‘Travel in India’ International Advertising wide and distracted tourists from coming to India and left a strong Programme repercussion over the tourism industry. This can be overcome by re- Advertising and sales promotion is the process that bridges the building the image of the nation and assuring safety of every tourist gap between production and consumption. Tourism as an industry who visits India. has flourished in the last few years. Advertising can be given credit Promoting tourism in diversified areas for the growth of ‘tourism industry’. Destinations like Venice, Paris, India should promote tourism in new areas, e.g., cultural, heritage, Switzerland, Thailand, Malaysia, Singapore, and many more have festive tourism, etc. While a vast country like India has much to attract, become popular amongst tourists through advertisements. viz., medical tourism, business tourism, educational tourism, etc. International advertising programme helps to gain control over National online feedback system international development without such a programme we would have less influence over where to guide our international expansion and We must develop a national online feedback system in order to with whom we are negotiating. A successful international advertising receive feedback about service, security and experiences from tourists program will generate quality leads in the markets, which make most who have visited India. This would support us for making India sense for our business. excellent tourist destiny. Prepare the list of favourable countries Collaborating with the agencies of other nations Not every country or regions might be the appropriate destination We can have collaborations with the agencies of different nations for all purposes. As every country has its own challenges, which can in order to promote our tourism in our nation. make it more difficult to solve our purposes. Therefore, in first step we Findings need to focus only on those countries from where FTAs is higher. During the study on such crucial subject we observed some Direct advertising: Direct advertising would probably be more issues which will advocate in favour of this campaign these issues are effective to convey our message to the targeted audience. In such a way, discussed point wise below: repetition of the message through print and electronic media would 1. India is the seventh largest country in the world in terms of generate greater number of response. area but its global share in international tourist arrival is less than 1%. Online advertising: As today, the world is rapidly becoming tech- 2. Incredible India and other promotional campaign have done savvy; therefore, online advertising could be the cheapest medium of their job of promoting India as a tourist destination for holiday and conveying our message in detail. excursion very well and now we need to promote tourism more than Virtual tourism: India has become the first country in the world just for holiday and excursion. to give free walking tours. At present, it is available for six towns. Every 3. India is the fastest growing economy in the world and Indian state would have one walking tour. So far this type of promotion increasing the number of foreign tourist arrivals is crucial to sustain has confined itself to cultural, heritage and festive tourism only, should this growth. be expanded to other sectors also. Managerial implications Road shows for the cause The success of this advertising campaign will depend upon the Conducting the road shows with a noble cause; which must have effective managerial execution, Therefore for encouraging multi- a direct concern towards the objectives, where the road show is being dimensional tourism in India through Travel in India’ International conducted. advertising program certain things need to consider- Information about the diversity and richness of Indian 1. At initial stage priority should be given to those countries culture and heritage from where foreign tourist arrival in India is high. The food and cultural heritage of different parts of India should 2. The whole campaign should be in segmented form e.g. if be targeted while giving information on the diversity and richness of we find that country (X) has the potential for promoting educational Indian culture and heritage. tourism then prime objective should be to encourage educational tourism in country (X).

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3. Yielding of such campaign could take time hence great 2. Sequeira TN, Campos C (2005) “International Tourism and Economic Growth: patience is needed. A Panel Data Approach”. The Fondazione Eni Enrico Matteir Working Paper Series.

4. In order to compete globally we can’t rely on one or two 3. Kumar AMK (1998) Psychographic and Demographic Profiles of Foreign sectors and therefore a very balanced approach is needed. So the Tourists Visiting Kerala with special reference to Spending Patterns. concerned government body should consider the idea of “Travel in 4. McDonald JR (2009) Complexity science: an alternative world view for India” International advertising Programme for promoting tourism as understanding sustainable tourism development. J Sustainable Tour 17: 455-471. a multi dimensional activity. 5. Manning E, Dougherty D (1995) Sustainable tourism. Cornell Hotel and Restaurant Administration. Conclusion 6. (2013) Report on KPMG-CII-Travel-Tourism-sector-Report, Travel and tourism From the facts and figure given above it is clear that the tourism sector: Potential, opportunities and enabling framework for sustainable growth. with the purpose of health, religion, education etc., are expected to 7. Inskeep E (1991) Tourism planning: an integrated and sustainable development witness faster growth than those for leisure, holiday and recreation, Approach Van Nostrand Reinhold, New York. business and professional purposes. 8. Ganesan G, Rao CK (2006) Performance of Tamilnadu tourism industry. Indian More than 65% of FTAs in India come for Leisure, Holiday, journal of marketing. Recreation, business and professional, and the sectors which are 9. Gadoo RM (2011) Role of Tourism in economic development of Jammu and expected to see faster growth constitute nearly 10% of total FTAs. Kashmir – A case study of J&K Tourism Department, University of Kashmir, India. Therefore, it can be said that travel and tourism sector in India still rely on conventional tourism e.g. heritage, cultural and festive 10. Khalil S, Kakar KM, Waliullah (2007) Role of Tourism in Economic Growth: Empirical Evidence from Pakistan Economy. The Pakistan Development tourism and this is the reason why different areas of the tourism has Review 46:985-995. not much grown so far. Promoting multi-dimensional tourism in India can lead increase in number of FTAs in India and provide key strength 11. (2011) Report on Tourism Contribution to GDP. to the industry as well as economy. The ‘Travel in India’ International 12. (2012) Report on India Tourism Statistics. advertising campaign can attract more tourist to India, through a 13. (2013) Report on India Tourism Statistics at a glance. strong crusading implications and will develop India as a better tourist destination on world map. 14. (2011) Report on India Tourism Statistics. References 15. (2011) Report on Census 2011. 1. Alvarez DM, Mateu SJ (2011) Forecasting daily air arrivals in Mallorca Island 16. Holt P (2004) Marketing for growth: how to create a great international using nearest neighbour methods. Tourism Economics 17: 191-208. advertising program.

J Tourism Hospit ISSN: 2167-0269 JTH, an open access journal Volume 5 • Issue 2 • 1000203